Via Sant’Andrea, 25 20121 Milano, Italia
The flagship store on Via Sant’Andrea in Milan is the symbol of a complete and engaging shopping experience that brings together Moschino and Boutique Moschino collections, ranging from ready-to-wear to accessories, textiles to beach wear and jewelry to fragrances and eyewear.
The 700 square meter space encompasses two floors; the ground floor is dedicated entirely to the Couture line, while the upper floor contains the Men’s collection, Boutique Moschino and the Baby Kid & Teen selection.
The interior reflects the ironic and visionary concept of Creative Director Jeremy Scott; the idea that the retail space is an art gallery thus embracing the contemporary pop aesthetic and spirit, combining the function of a display space with the design of specially-made furnishings and accents, inspired by the brand’s iconic objects.
The store has a clean minimal aesthetic that allows for the iconic products and playful display cases to take the spotlight. Glossy cement floors are encircled by tall white ceilings and walls – a gallery of luxury leathers, hand-crafted collector’s items and classic gold Moschino lettering that allows the customer to shop in a curated and interactive space. It is both a retail and artistic experience.
Oversized MOSCHINO logos in giant 3D forms are affixed vertically to the walls. Shopping bags are transformed into various oversized shelving units that contain signature accessories. The fitting room area, on the ground floor, is a giant white Moschino biker bag with a zipper opening that allows customers to enter. Another oversized biker bag dominates the window looking onto the street, while giant pumps with shelving and cushioned seats are used to display footwear.
Extra-large chrome hangers ironically double as clothing racks for actual sized hangers of the coveted Moschino ready-to-wear pieces. Perhaps the most remarked-upon feature, two 3.5 meter-tall female mannequins grace the windows and double as centerpieces in the gallery-like space, wearing the most recent collection.
On the upper floor, next to the Men’s collection and Boutique Moschino line, Jeremy Scott created an enormous toy chest in the shape of a teddy bear covered with soft fur dedicated to the Baby Kid & Teen collections. It is fitted with a miniature door for children and a second entrance to a parallel walkway for parents.